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Millennials Thumbs-Down Payless’ PR Stunt as Brand Buzz Rises Overall

Join Theory, Google, H&M, McKinsey, Foot Locker, Lafayette 148, LL Bean, the Retail Prophet and more at Sourcing Journal’s Virtual Sourcing Summit, R/Evolution: Overhauling Fashion’s Outmoded Supply Chain, Oct 14 & 15.

Payless went to great lengths last week to set up a fake brand, crafting the name “Palessi” as a snooty nod to the official company name and throwing up a website and Instagram account to boot. The final touch saw the budget-minded mall staple taking over a former Armani store in Santa Monica to launch…

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